试论商标词翻译

论文摘要

当今世界商标无处不在。毋庸置疑,商家依赖商标将其产品或服务与其他同类产品或服务区分开来。本文开篇先为商标下了定义,细分了商标词种类,并提出评判商标词优劣的标准,即给人留下深刻印象,引发关于品牌的积极联想,独特性并且不会涉及已有商标侵权,这一定义和标准为下文探讨何种翻译方法最为适用商标翻译奠定基调与标准。在第一章节提及了诸多翻译理论,而笔者认为Peter Newmark关于交际翻译的理论在具体商标翻译中最具实践实用价值。第二章重点谈到商标词翻译的难点,主要体现在东西方差之千里的语言和文化各个层面。在接下来的一章,针对不同类型的商标词,笔者试探讨了几种可行的翻译方式,分别为零翻译(包括转移和音译)、意译、半意译半音译、商标图翻译和创新翻译法。

论文目录

• Acknowledgements
• Abstract
• 摘要
• Introduction
• Chapter 1 Principles and theories underlying translation of trademark words
• 1.1 A RETROSPECT OF TRANSLATION THEORIES
• 1.2 THEORIES OF DOMESTICATION AND FOREIGNIZATION
• 1.3 THEORIES BY EUGENE NIDA
• 1.4 THEORIES BY PETER NEWMARK
• Chapter 2 Difficulties and challenges in translation of trademarks
• 2.1 IMPORTANCE OF TRADEMARKS
• 2.2 CHALLENGES IN TRANSLATION OF TRADEMARK WORDS
• 2.2.1 LINGUISTIC DIFFERENCES
• 2.2.2 CULTURAL DIFFERENCES
• Chapter 3 Suggested approaches to trademark translation
• 3.1 ZERO TRANSLATION APPROACH
• 3.1.1 TRANSFERENCE APPROACH
• 3.1.2 TRANSLITERATION APPROACH
• 3.2 LITERAL TRANSLATION APPROACH
• 3.3 SEMI-LITERAL SEMI-TRANSLITERATION APPROACH
• 3.4 LOGO-ORIENTED TRANSLATION APPROACH
• 3.5 INNOVATIVE APPROACH
• Conclusion
• Bibliography